E-commerce Fashion: 3 Strategies to Compete with International Giants

The Brazilian online fashion market faces a growing challenge with the entry of international giants. According to the CNC, imports of Chinese consumer goods into Brazil, with an average value of US$1,450, have grown 5751% in the last 20 years, compared to a global average of 1551%. In this context, competing solely on price does not guarantee an advantage: the Brazilian consumer also values the experience and relationship with brands.

To remain competitive, companies need to invest in strategies that combine technology, experience, and operational efficiency. Murilo Vieira, partner and Chief Operating Officer of FG Agency, specializing in e-commerce and offering complete solutions through three verticals: Performance, Evolution, and B2C and B2B Project Implementation, shares valuable tips that can make a difference in the battle for market share. Check it out!

1. Applications as conversion and loyalty engines

Proprietary apps represent a significant competitive advantage in the fashion industry, where repurchases are frequent. "We have cases at the agency where apps achieve conversion rates higher than traditional websites," comments Murilo.

A practical example is the launch of the Brooksfield Donna app, developed in partnership with FG. Within a few months, the app already shows a conversion rate at least twice as high as the website. "The customer doesn't even need to search on Google; they just open the app and buy," explains the expert.

Furthermore, applications allow for a personalized user experience: product recommendations, promotional notifications, and purchase history make the buying journey more streamlined and consumer-centric, strengthening customer loyalty.

2. Multiplatform Strategy

An integrated operation between physical stores, e-commerce, and applications ensures that customers can buy through any channel, creating a seamless and consistent experience.

"The key is to get each channel feeding the others. Meta Ads campaigns increase brand awareness, stimulating organic searches and feeding the CRM; digital influencers generate qualified traffic for all channels; and Google acts as a gateway for customers at different stages of the journey, from discovery to purchase," explains Vieira. "Meta has the function of guiding the entire journey: the customer is impacted by an ad, clicks on the website, leaves and is then impacted on other channels."

This model has proven its effectiveness in recent agency client results. Brooksfield Donna saw a 64% increase in revenue during the first seven months of 2025 compared to the same period last year. This performance was accompanied by a 42% improvement in conversion rate and a 21% increase in ROAS (Return on Advertising Spend), indicators that reinforce the efficiency of the omnichannel strategy.

3. Intelligent inventory management

Integration between online and physical inventory is another key differentiator. In the model where online sales are fulfilled from physical stores, faster delivery, lower shipping costs, and avoidance of stockouts are possible.

"The physical stores are well-stocked, shipping costs are competitive, there are no stockouts, and inventory depth is well-managed. Furthermore, deliveries are faster, ensuring a positive customer experience," he/she states.

Bonus Tip: How AI Enters the Scene

Beyond these three strategies, Artificial Intelligence is transforming how e-commerce businesses operate and interact with consumers. Intelligent chatbots automate customer service, optimize team time, and improve the customer experience.

AI is changing how organic traffic reaches brands. What previously came from Google organic search is now complemented by access arriving via AI," analyzes Vieira. He highlights that many brands already appear in results from tools like ChatGPT when users make specific product inquiries, creating new opportunities for visibility and sales.